Tech Marketing Content Trends to Watch in 2018

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Susan Thomas is a B2B tech marketing executive best known for her ability to deliver creative thought leadership strategies to support high-growth companies. Founder of 10Fold, Susan built the agency to become one of the top 10 independently owned PR agencies on the West Coast focused on B2B deep technologies. Susan has won nearly a dozen awards for her leadership and 10Fold has won more than 35 awards of excellence. 10Fold clients include Brocade, Comcast, CA, Nimble Storage, Seagate and Vodafone, as well as 350+ IPO-bound venture-funded startups including AppDynamics.

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Susan Thomas, CEO, 10Fold, shares her insights about content marketing trends for the year 2018

Why B2B SMBs need a well-considered Content Marketing Strategy

Dimensional Research surveyed 172 marketing executives in technology companies in the U.S. – and all were qualified based on having a budget and approval authority to create and deploy content. People with the titles of Vice President of Marketing, CMO and CEO (for smaller companies) were included in the survey, and the research included companies from the very small ($5 million or less) to the large (revenues exceeding $1 Billion). As part of the research, Dimensional also evaluated the vertical industries they targeted for sales (e.g. healthcare, retail, transportation, government, etc.), along with the region in the U.S. that was home to corporate headquarters.

1: Seventy-six percent expect to TRIPLE content production

We knew the content was in increasing demand, but even we were surprised that these tech marketers were planning an increase of 300%. But how are they going to pay for all that content? Over 40% of respondents claimed they will have at least a $250,000 budget dedicated to content next year.

2: Thirty-two percent will release content DAILY or HOURLY

Content production is now demanded at a feverish pace – with 32% of executives planning to produce content on a daily, or even hourly, basis. It turns out that vertical markets, such as education and pharmaceutical, have unending appetites for new content, and many tech marketing execs are delivering content hourly to reach these buyers.

3: Eighty-nine percent will use third parties for 25+ percent of content development